Victorian Bitter.
A set of VB’s new Very Bitter Tissues are designed to stir the state vs state banter ahead of this year’s spirit of Origin via brand experience and innovation company Akcelo.
Each pack features half-NSW, half-QLD colours, classic one-liners such as “Sorry for your loss”, “You tried your best,” and “Chin up, Champ”, plus a lid that doubles as a beer coaster.
Victoria Bitter marketing manager Tessa Whittaker said that Victoria Bitter is proudly the official beer of State of Origin.
“We are all about rewarding the hard work on the field,” Whittaker said.
“But once the siren sounds, we want to give our drinkers a chance to have a laugh, and that’s what Very Bitter Tissues will do.”
Fans aged 18+ can pre-register their interest at vb.com.au/tissues and nominate their team.
When the final siren sounds after Origin Games 1 and 2, those who had pre-registered and picked the winning team will receive an email to order their free box of VB’s Very Bitter Tissues – with limited stock meaning they’re unlikely to last until game 3.
The idea is backed by former Origin greats Bryan Fletcher (NSW) and Mat Rogers (QLD), who are helping to dial up the rivalry in the lead-up to Game One through PR and social content.
The pair are filmed sharing a VB at the pub and trading jabs over who’s coming out on top – and who’ll be needing a box of tissues.
Akcelo managing partner Jon Kenyon said that banter between states is such a big part of what makes State of Origin exciting.
“And Very Bitter Tissues was a great opportunity to tap into that fandom in a uniquely VB way,” Kenyon said.
“It’s a simple, cheeky idea that gave us room to play with the brand’s personality, and we’ve loved bringing it to life alongside the team at VB.”
Credits:
Asahi Beverages Australia
General Manager Brand & Portfolio – Lauren Fildes
Head of Beer – Ben Eyles
Marketing Manager Victoria Bitter – Tessa Whittaker
1House (in house agency)
Group Brand Partner – Rachel Linacre
Social Content Creator – Jack Gruber
Senior Digital Products Manager – Zach Mackey
Consumer Data & CRM Manager – Gianna Blundo
Digital Designer – Flora Anderson-Cleary
Akcelo (Creative Agency)
CEO – Aden Hepburn
Managing Partner – Jon Kenyon
Brand Strategy Partner – Simon McCrudden
Global Client Partner - Lauren Shelley
Group Creative Director – Louise McQuat
Creative Team – Rob Gordon, Brandon Piggott
Senior Account Director – Lucy West
Director - Events & Activations - Britt King
Producer – Dan Burns
Senior Designer - Richard Spencer
Production Company
Reel Focus - Paul Powers, Warren Yee, Liam Clark
Total Print Control - Matthew Burrell
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